The Birthday Email Twist
Oct 18 2007
Sure we all know about the birthday email. It is used so well by retailers and restaurants alike. But what about using it for a product purchase Birthday? I think that Dell pulled it off well with the birthday of the purchase of your laptop. I mean what is more personal than the personal computer? We tote it everywhere with us, use it for all sorts of personal communication, search, shopping, work, dreams, photos, life in general.
This is great thinking. I have not seen this done before around a product purchase and I think it was a good idea. I am sure that it provides some lift to sales. I actually do not use this Dell as it is one of many that we purchase for employees (I am an Apple guy… and why did Steve Jobs forget my birthday?) but it was relevant none the less, and even more important, unexpected.
When I see ideas that are unexpected they stand out more in my inbox. I have another one from a hotel chain I have been meaning to share and might cue that one up next.
Dell, thanks for “Thinking Different”.
Published in Best Of Email, Best Practices, Brand Marketing, E-Mail Marketing, Email Design on Thursday, October 18th, 2007
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October 19th, 2007 at 3:12 pm
That’s really cool, although I wonder how many other kinds of products this would make sense for. I think they’d have to be (1) personal, (2) upgradeable with add-ons or accessories, (3) expensive, and (4) durable with lifespans of several years. Cars makes obvious sense. I think iPods and game consoles also make sense. Besides the ability to sell upgrades, accessories and service, the product birthday also reminds people that their product is getting old and may need replacing. Great concept.
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I thought so as well Chad. I think that it all rolls back to my concept of “creating an event out of a non-event”. The basics ones work well, but are expected in a way. Creating a unique anniversary, sale, campaign, or “event” email that is relevant, timely and not expected should win every time. It is good to think differently as that is where great marketing ideas come from.
October 22nd, 2007 at 11:43 am
I like it, made me think of ways I could apply it to our e-mails. Birthday directly would not work, but we sell products that have a lifespan so I have been thinking of ways to apply some kind of ‘replacement reminder’ e-mail to send customers x months after purchase. Thanks, it was a thought provoking post.